Authorities in Denmark found similar kinds of squeezable toys contained toxic chemicals.

ABC News: Rebecca Armitage

Australian regulators have launched an investigation into the "soft and cute" children's toy Squishies after a government agency in Denmark found similar kinds of squeezable toys contained toxic chemicals.

Key Points squishies

Key points:

Danish authorities recommended Squishies be pulled from shelves

Consumer regulators in WA and SA have launched investigations into the toys

Experts say parents should monitor children's exposure to the toys

Danish authorities have recommended the toys to be removed from shops, and have also recommended parents dispose of them.

The toys, which are taking Australian primary schools by storm, are still readily available in Australia through major retailers like Big W and Target, and sell for about $4 each.

Following the Danish decision, consumer regulators in both Western Australia and South Australia have confirmed to the ABC they are investigating the toys.

Both states are set to host the first in a string of major agricultural shows during the upcoming school holidays, and concerns had been raised about Squishies being sold in showbags.

Consumer group Choice said it was "very pleased" consumer regulators were investigating.

"There is a lot of uncertainty about whether or not these products are safe, and we need to answer that question quickly," Choice spokesperson Sarah Agar said.

Dr Ian Musgrave says the parents should monitor their children's exposure to the toys

Supplied

But he said Denmark's chemical standards are different to Australian regulations.

"The risk-ratios that are being used by the Danish environmental group are based on cut-offs which are lower than the EU and most other countries' safety cut-offs," Dr Musgrave said.

"They are also based on conditions which are unlikely to apply in Australia.

"For example, they are using smaller rooms for children, and air-flow through rooms in Australia is going to be much higher because we don't have our buildings as well-sealed as they do in Europe."

Dr Musgrave said authorities here needed to test the toys against Australian standards.

In the meantime, he said parents should monitor their children's exposure to the toys.

"If people take sensible precautions, (such as) making sure they're always used in well-ventilated areas and that you don't accumulate too many, then Australian children shouldn't really be at risk," he said.

"Although, if children have respiratory disorders or allergic reactions to chemicals, it's probably a good idea to strongly limit their association with these toys.

"It will be very good to have the Australian authorities test it to make sure nothing bad is sneaking under the radar."

A Big W spokeswoman said she could not comment on the Danish report as it did not outline which toys or brands have been tested.

"We purchase all our branded toys from local suppliers and those brands (including Soft 'N' Slow and Shopkins) meet all relevant national and/or international safety standards," the spokeswoman said.

There are a number of manufacturers who make "squeezable toys" or "Squishies", and the ABC has attempted to contact one of the major suppliers, Soft 'N' Slow.

Calls for stronger product safety laws

Authorities in Denmark found similar kinds of squeezable toys contained toxic chemicals

Sarah Agar from Choice said most people were shocked to learn product safety laws in Australia did not ban unsafe products from being sold.

"What we need more than testing of Squishies is new laws that make sure that products are safe when they come into Australia," Ms Agar said.

"An updated product safety law with strong penalties associated with it would provide a big incentive for companies to make sure their products are safe.

"It would also provide the regulator with a tool to use to enable them to act even more quickly when they uncover problems."

Such laws already exist in Canada, the European Union and Singapore.

Federal Labor's shadow minister for consumer affairs Madeleine King said general safety provisions should be included as part of Australian Consumer Law (ACL).

"The provisions are on the agenda for the Consumer Affairs Forum, which was to be held on August 31 but has been delayed until October 26 — purely because of Liberal leadership chaos," a spokesman for Ms King told the ABC in a statement.

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